Hippo Baked Munchies: Plan-T

Agency: Creativeland Asia Pvt. Ltd.
Client: Parle Agro
Product: Hippo Baked Munchies

Objectives

Help Hippo Snacks' nascent supply & distribution channel track inventory, replenish stock and match sudden demand.

The objective of the campaign was to arrest a crisis that arose out of a combination of a successful launch of a new product and the inability of its supply & distribution chain to be able to track inventory of Hippo Stocks in the large but unorganized retail market across India and to ensure that Hippo was available to consumers. By complementing and reinforcing Hippo's existing sales & distribution network, we had to work towards the goal of achieving 100% stock availability.

Hippo Baked Munchies was launched by Parle Agro Pvt. Ltd., in the competitive Indian Branded Snacks Market mid-2009. Hippo's vibrant, unconventional packaging and universal philosophy of 'Fight Hunger, Fight Evil' made it a runaway success. The marketing campaign was launched in January 2010 and met with enthusiastic consumer response.